February 2009
Tremor Media, the online video advertising network and provider of the Acudeo Video Monetization Platform, announced that it is employing comScore's Post Buy and Ad Effectiveness reports, providing enhanced campaign measurement and success metrics that are specifically designed to measure the unique power and properties of video advertising.
"Tremor Media is committed to offering the most advanced reporting to our clients to more clearly measure video campaign performance," said Jason Glickman, CEO, Tremor Media.
"Understanding the unique properties of video ads and their impact on the consumer is critical to the success of the online video ad industry."
As part of the service, Tremor Media will offer post-campaign analytics that include online GRPs for all online video, which is calculated the same way as traditional TV GRPs and can be analyzed by campaign and demographic segment, as well as unique visitors, reach and frequency.
comScore will also provide granular reports profiling the demographics of audiences that the campaign reached.
Additionally, as one of video's greatest strengths is the ability to drive brand engagement, Tremor Media will also offer comprehensive reporting of brand engagement metrics from comScore.
Tremor Media will provide the branding impact of campaigns using weekly benchmarks and report on unique visitors, total pages consumed, and minutes spent on the advertiser's site or group of sites, as well as direct competitors.
The company will also measure the increase in searches for the brand and any related brand messaging terms. This directly measured behavioral impact provides unparalleled insight into the effectiveness of the campaign and helps advertisers evaluate the efficacy of video advertising.
"The video post buy and ad effectiveness offerings provide the industry with the requisite currency to value online video advertising, through widely accepted metrics such as GRPs, all sourced from a person-level panel," said Anthony Psacharopoulos, SVP Media, comScore.
"Tremor's initiatives will help advertisers and publishers monetize online video at a rate more commensurate with the rapid increase in online video viewership."
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